ZEE, Google bring AI mode into Zee TV fiction

Spread the news

ZEE and Google are integrating Google Search’s AI Mode into popular Zee TV fiction shows, using characters and everyday dilemmas to demonstrate how AI can help audiences make informed decisions.

Mumbai, August 28

ZEE and Google have partnered to integrate Google Search’s AI Mode into popular Zee TV fiction shows, bringing the technology into storylines through characters, everyday dilemmas and relatable situations.

Launched on Independence Day, the collaboration moves beyond conventional product placement by incorporating AI Mode into the journeys of key characters. The initiative will initially feature Zee TV shows including Ganga Mai Ki Betiyan and Tumm Se Tumm Takk, with AI Mode assisting characters as they explore possibilities and make informed decisions.

The partnership uses ZEE’s “Dilfluencer Moments”, a storytelling-led solution designed to integrate brands into authentic narratives across screens and formats. Under the initiative, Google Search’s AI Mode becomes part of characters’ experiences as they deal with questions, challenges and aspirations.

As part of the collaboration, ZEE and Google have also released a brand film featuring Amandeep Sidhu, who plays Sneha in Ganga Mai Ki Betiyan. The film depicts a conversation between Amandeep and her makeup artist, Aarti, played by Rajsi Bhave.

In the film, Aarti reveals her plans to open a beauty salon and discusses the uncertainties involved in starting a business. Google Search’s AI Mode is presented as a tool that helps her navigate questions and access relevant information.

The campaign is built around the thought, “Google Search ka Naya AI Mode, Samjhe, Samjhaye aur Raah Dikhaye.” The companies said the initiative highlights the conversational and contextual capabilities of AI Mode while keeping it within familiar storytelling environments.

Kanika Kalra, Director, Platforms & Ecosystems, Consumer Marketing, India, said the introduction of AI Mode represented a shift towards advanced thinking, reasoning and personalisation within Search. She said the partnership with ZEE was an effort to bring Google Search’s AI capabilities into the world of drama.

Sandeep Mehrotra, Chief Operating Officer, Advertisement Revenue, ZEEL, said advertisers were seeking meaningful connections with consumers in trusted environments. He said the collaboration demonstrated how technology could be integrated naturally into entertainment narratives.

Kartik Mahadev, CMO, Zee Entertainment Enterprises, said the objective was to make the integration part of the story world and allow the characters to introduce new possibilities and behaviours to audiences.

The collaboration is expected to continue across upcoming storylines, with Google Search’s AI Mode being woven into Zee TV’s fiction programming as characters navigate aspirations, dilemmas and everyday decisions.